Analisis Keputusan Pembelian Buah Segar di Yogya Bogor Junction

Abstract

Yogya Bogor Junction, as a modern retailer providing fresh fruits, is the object in this research that aims to analyze the factors that influence consumers’ behavior on making their decisions to buy fresh fruits. In general, fruits consumers at Yogya Bogor Junction consist of mostly married women with monthly expenses from Rp. 4,000,001 to Rp. 6,000,000. The analysis result of the factors can be classified into at least two factors each for both local and imported fruits. From the study, it is discovered that there are several steps into the consumers’ decision to buy either local or imported fruits in respect to their needs. In gathering information, most consumers rely more on themselves and in an alternative evaluation; the decisive factor is the store’s proximity to consumers’ house regardless of price dynamics. Lastly, consumers’ final decision is also related to their situation in the sense of product availability (supply). After purchasing fruits, most consume the fruits immediately in satisfaction and are mostly encouraged to keep purchasing as long as their expectations are fulfilled satisfyingly.